An emergency electrical click costs over thirty dollars. A ceiling fan installation click costs nine, and the job is booked rather than panicked.
What your clicks actually cost, which searches are wasting money, and what your cost per booked job looks like. Fifteen minutes, and you keep it either way.
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Less than half the price, and a customer who has already decided what they want done.
Electrical clicks are expensive and we are not going to pretend otherwise. Electrician near me is $22.49 with 40,500 searches a month, and emergency electrician $33.67 with 2,900. What we will say is that those two should not be the whole account. Ceiling fan installations at $9.08 and EV chargers at $12.41 are real jobs at a fraction of the price, and most accounts we audit have never bid on either.
Average cost per click across Australia, from Google Keyword Planner. What your account pays will differ with location, competition and quality score. The gap between these rows is the argument, not the exact figures.
The expensive end is expensive because it is urgent. Somebody with no power at nine at night rings the first electrician who answers and does not ask the price, so every electrician in the city bids for them. That competition sets the number.
The cheaper end is not lower quality, it is lower competition. Somebody pricing an EV charger or a switchboard upgrade is a genuine customer with a real job, they are simply not panicking, so fewer electricians bother bidding. That is the gap we work in.
Three numbers, and only the last one decides anything. It is the same chain our Brisbane digital marketing agency works through in every industry, only the dollar figures change.
We work it right to left. What a job is worth sets what a lead can cost, which sets what a click is worth bidding.
Cost per click is the easiest number to improve and the least useful one. Bid on cheaper searches and it drops immediately, whether or not those searches ever turn into work. That is why we will sometimes tell you to pay more per click rather than less.
Google Ads is the fastest of the three and the only one you pay for by the click. Here is what the other two do, and where the expensive clicks eventually stop.
THE SLOW ASSET
A real page per job type instead of a Services list, a Google Business Profile built properly, and reviews after every job. Slow to arrive, and the only thing that eventually takes the expensive clicks off your bill.
THE FAST LEVER
Campaigns split by job type so planned work never competes with emergency for the same budget. Negative keywords so you stop paying for apprenticeships, wages and DIY wiring searches. Call tracking above all, because electrical is booked by phone.
THE CHEAP ONE MOST SPARKIES SKIP
The cheapest reach available on this trade, and the one most electricians skip. Best for solar and EV chargers, which people research for months, and for staying familiar in your suburbs so the emergency call comes to you without the click.
We start from what a job is worth, not what a click costs. An electrician doing power point call-outs and one installing solar cannot afford the same cost per click. Google Ads does the fast work, SEO eventually takes the expensive clicks off your bill, and Meta Ads covers the planned jobs cheaply. We will tell you if one is not worth running.
Not a strategy document. These are the three campaigns we would build first for a Brisbane electrician, and what each one is actually for.
Built around “solar installation”
The biggest jobs in the trade and the ones people research for months. Solar and EV charging are considered purchases with rebates and payback periods attached, so the landing page has to answer real questions rather than list services.
Built around “emergency electrician”
Expensive, and still worth running if you answer the phone. A missed call here is not a missed lead, it is money already spent. We run it tight: your real hours, your real service area, and a landing page with the number enormous.
Built around the searches we exclude
Apprenticeships, electrician wages, TAFE courses, how to wire a power point, and everyone who intends to do it themselves. On broad match you pay full price for all of it. Fixing the negative keyword list is usually the fastest win in the account.
Send us access to your Google Ads account and we will come back with what it is wasting, which searches are costing you the most for the least, and what we would change first. Fifteen minutes, no obligation, and you keep it either way.
Two clicks can cost the same and be worth completely different amounts. That gap, not the click price, is what decides whether an account works.
Twenty two dollars for the click, and the job runs into four figures. Even at a modest conversion rate the cost per job lands somewhere sensible, and the customer usually comes back for the next job.
Your Google Business Profile, suburb pages, and local listings optimised so customers in your area find you first.
Technical fixes and service-focused SEO that make your site easy for Google to understand and trust.
Build your reputation through reviews, with monthly reports tracking rankings and leads from organic search.
Same twenty two dollars, a job worth under two hundred, and an hour of driving. Run enough of those and the account looks like it is failing when the real problem is which jobs it is buying.
Site speed, crawlability, schema markup, and Core Web Vitals sorted so Google can index and trust your site.
Service pages and suburb landing pages written to rank and convert, not just fill space.
Backlink building and on-page optimisation that compounds month over month.
Three things come up in nearly every Google Ads account we audit for an electrician.
The emergency terms are the obvious buy so they take the whole budget, at $33.67 a click. It is also the least loyal work, and if the phone goes unanswered once you have paid thirty three dollars for nothing.
Ceiling fans cost $9.08 a click against $22.49 for the generic term, and EV chargers $12.41 on 2,400 searches a month. Bigger jobs, calmer customers, and a cost per lead the emergency campaign cannot match. Switchboards and solar are not the cheap option here, they run close to the generic term.
Electrical is booked by phone, and a large share of the accounts we audit have no call tracking. Without it you cannot tell which campaign produced the work, so the budget gets moved on guesswork and the expensive campaign usually survives because it feels busy.
A solar install and a blown power point are not the same job and cannot carry the same cost per click. We work out your average job value by type first, because that is what decides which searches are affordable. Most accounts have never had this conversation.
Emergency, solar, EV charging and switchboards each get their own campaign, budget and landing page, so the cheap planned work never competes with emergency for the same dollar. An $11 click deserves better than a Services page.
Worth saying before you enquire, because it saves everyone three months.
If you cannot answer the phone, do not run the emergency campaign. At $33.67 a click a voicemail is the most expensive thing in your account. Either commit to answering or put the budget on the planned work, which is cheaper and waits for a callback.
Fast answers, clear decisions.
Spend, leads and trends at a glance.
Your data, your accounts.
Budget goes to what converts.
4+ years average client retention.
Specialists across each platform.
Yes, and the click price is the wrong place to judge it. An $22.49 click that books a switchboard upgrade or a solar install is cheap. The same click that books a single power point forty minutes away is not. The question is never what a click costs, it is what a booked job costs.
By buying the terms other electricians ignore. Ceiling fan installation is $9.08 a click against $22.49 for electrician near me, and EV chargers are $12.41. Note that switchboards and solar are not the cheap end on Google’s own figures, they run close to the generic term and earn their place on job value instead.
Agency fees usually work one of three ways: a percentage of ad spend, a flat monthly retainer, or a base fee plus a percentage above a threshold. Percentage models get expensive as you scale and quietly reward the agency for spending more of your money. Ask which model an agency uses and why before you ask for a number.
Enough that the data means something. At twenty two dollars a click a very small budget buys too few clicks to learn from, and you end up guessing for months. We would rather run one job type properly than four thinly.
At $21.10 a click it is one of the more expensive terms, and the job value justifies it. The catch is that solar is a long considered purchase with rebates and payback calculations attached, so the landing page has to answer real questions. Sending that click to a Services page wastes it.
Three places. Searches you should never have bought, like apprenticeships, wages and DIY wiring, which on broad match you pay full price for. Calls that go to voicemail. And a service radius wider than you would really drive, which fills the diary with jobs that lose money on travel.
The search terms report, every time. That is where the waste is visible and it costs nothing but attention. After that, splitting the account by job type so planned work is not competing with emergency for the same budget, and getting call tracking in.
For anything you are paying $11 a click for, yes. The emergency page needs your number enormous and your response time stated. The solar page needs to explain rebates and payback. They are completely different readers and one page cannot serve both.
Days. Google Ads is the fastest channel available to an electrician, which is also why it is the easiest to waste money on quickly. The first month is mostly cutting waste and getting tracking right.
We look at what it is wasting, which searches cost the most for the least, whether calls are tracked at all, and what your cost per booked job looks like by job type. You get it in writing and you keep it whether or not you hire us.
